Hard to believe as it may be, research shows that by the end of next year, almost three quarters (74%) of global web traffic will be in video form. It’s an absolutely mind-blowing statistic and one that clearly illustrates the power and potential of the video clip from a marketing perspective.
Why are videos so powerful? It’s simple really – they’re far easier for consumers than reading a block of text. They’re engaging, they’re attractive and the sky’s the limit when it comes to creativity. But at the same time, there are also plenty of extremely common and easy-to-make mistakes, which in each instance can well and truly dilute the impact and appeal of your own video marketing efforts.
So in order to help you steer clear of such blunders, here’s a quick overview of some of the most common of all:
1 – Not Having a Clear and Set Goal
First up, just as is the case with any other kind of marketing tool or strategy, you can’t achieve your video marketing goal unless you define it in the first place. Don’t fall into the trap of trying to achieve every single one of your marketing goals in a single video. Quite to the contrary, you’ll simply end up achieving none of them.
2 – Too Long, Too Boring
Research suggests that while 60% of consumers would be willing to fully watch a relevant video advert of up to five minutes in length, a full 75% said they’d stick around right to the end of a two-minute video. It can of course be tricky to condense a message into such a short clip when there’s plenty to say, but statistically speaking it is definitely in your best interests to do so.
3 – Losing Audience Focus
The dream is of course of any video of marketing effort to go viral and reach tens of millions of people, all over the world. Unfortunately, if this becomes your priority and your primary focus, you will immediately lose focus of those of most importance to you – your primary audience. As such, it makes much more sense to think about what will appeal to those who matter to you most, rather than trying to come up with something of widespread/mainstream interest.
4 – No CTA
A quick point but a simple point nonetheless, you can’t expect your video marketing efforts to yield any real fruit whatsoever if you don’t accompany them with a clear call to action.
5 – Overlooking Optimisation
Try to remember that when it comes to getting your site and ad viewed in the first place, Google hasn’t yet evolved to such an extent that it can read the content of a video. As such, along with working hard on your video clips, you will also need to invest quite heavily in general site optimisation as the video itself won’t contribute a great deal to your SEO efforts.
6 – Insufficient Promotion
Last but not least, your video clips may be promotional tools in their own right, but you still need to promote them. It’s never a good idea to just sit back and hope people come across your video ads randomly – it’s far more effective to promote the living daylights out of them via your blogs, social media accounts, with email marketing and really anywhere else you can think of. Word of mouth will hopefully carry things forward eventually – for the time being, it’s all up to you to get the word out.